(Estudio) Top Five Digital Consumer Trends in 2018-Euromonitor PDF

Top Five Digital Consumer
Trends in 2018
February 2018
Michelle Evans, Global Head of Digital Consumer Research
INTRODUCTION 2
Euromonitor International
© Euromonitor International
INTRODUCTION 3
About the speaker
Michelle Evans
Global Head of Digital Consumer Research
Industry Expertise
At Euromonitor, Michelle oversees the company’s digital
consumer research to provide actionable insights into how
technology is reshaping commerce. Recognized as a thought
leader in digital commerce, she was named to Innotribe’s Power
Women in Fintech in 2015, Asian Entrepreneur's Women on Top
in Tech in 2016 and to Remodista’s Women2Watch in 2018. She
regularly shares her expertise across industry events whether as
a speaker, chairperson or juror and authors a biweekly column
for Forbes.
4
3.6 billion
Global internet users as of 2018,
53%
Connected consumers reporting
which equates to nearly half of they would be lost without said
the population being online internet access
5
The constant
innovation driven by
technology has inspired
a number of
megatrends
that are reshaping the
world.
6 6
Connected Shopping Experience

Consumers Reinvented More
7
28%
Connected consumers use a
24%
Connected consumers use a
phone to compare prices in store phone on a weekly basis for
on at least a weekly basis buying a good or service
INTRODUCTION 8
The five most impactful tech-driven trends

that will reshape commerce in 2018
1. 2. 3. 4. 5.
Digital life Data as the new Keeping the tab Mobile wallets Outlets will get
converges in currency open going global their tech
super apps injection
9
1.
Digital life converges in
super apps
DIGITAL LIFE CONVERGES IN SUPER APPS 10
Mobile apps were first developed around

individual activities
Most Popular Mobile Phone Activities, 2017

Browse the internet
Send and receive emails
Send a text message
Use of a messaging app
Visit a social networking site
Take a photo or video
Watch a TV or video
Stream music online
Read reviews
Compare prices in store
Use health or fitness app
In-store mobile payment
Buy an item or service
Order foodservice online
Control appliances
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

% of Online Respondents
11
Utility Lifestyle
Financial
Retail Communication
Opportunities for stakeholders across

commerce ecosystem
Manufacturers
Connect with consumers in more authentic ways to engage and serve
Merchants
Target consumers in new ways to increase foot traffic and drive conversion
Payment Networks
Reap benefits from an increase in digital payments due to cards being
preloaded in platforms
Consumer
Experience a more convenient and enhanced commerce interaction
13
China shows the world where the

internet is going
Chinese super apps, such as WeChat, have expanded beyond the

protection of the great firewall, giving others a glimpse of what
seamless integration across channels and platforms looks like.
WeChat is the posterchild for super app

revolution
Top Social Media Websites in China

WeChat
QQ
Q Zone
Sina Weibo
Youku/Tudou
Baidu Tieba
Meipai
MOMO
LinkedIn
Douban
2017 2016
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000
Active Number of Monthly Users Mid-Year (‘000 Persons)
Western tech titans are making strides

toward the super app
Alphabet
• Communication: Gmail, Google Plus
• Financial: Google Pay
• Lifestyle: YouTube
• Retail: Google Search, Google Express, Google Shopping
• Utility: Google Maps, Google Assistant, Google Drive, Google Translate
Apple
• Communication: Mail
• Financial: Apple Pay
• Lifestyle: iTunes
• Retail: Apple Pay
• Utility: Apple Maps, AirDrop
Facebook
• Communication: Facebook, Facebook Messenger, WhatsApp
• Financial: Facebook Messenger (P2P payments)
• Lifestyle: Facebook Timeline
• Retail: Marketplace, Order Food, Facebook Messenger Chatbots
• Utility: Facebook Events Calendar and Weather
16
China A Tale of Two Markets:

US and China
Old habits die hard
Mobile-first mentality
US S-commerce sophistication
New ways of saying “Hello”
Implications of super apps on players across

the commerce ecosystem
Who owns the Evolving Acceleration of

A new breed of
consumer consumer the digital
competitors
relationship expectations transformation
Tech companies could Growing app

Competitors may no Companies are being
become intermediaries integration would likely
longer come from judged on the last
in more consumer accelerate the shift
one’s core category or great experience the
transactions and thus toward digital channels
industry as new types consumer had with a
control the end-user for all steps in the path
of players emerge brand
relationship to purchase
18
2.
Data as the new currency
DATA AS THE NEW CURRENCY 19
Data has emerged as the world’s most

valuable commodity
Most Valuable Companies in the US, 1967 Most Valuable Companies in the US, 2017
1) IBM 1) Apple
2) AT&T 2) Alphabet
3) Eastman Kodak 3) Microsoft
4) General Motors 4) Amazon
5) Standard Oil of NJ 5) Facebook
6) Texaco 6) Berkshire Hathaway
7) Sears, Roebuck 7) Johnson & Johnson
8) General Electric 8) Exxon Mobil
9) Polaroid 9) JP Morgan Chase
10) Gulf Oil 10) Wells Fargo & Co.

Source: Forbes
Note: 2017 rankings as of November. 1967 rankings were adjusted for inflation.
Consumers expect brands to craft

individually tailored stories
Desires to be Distinct from Others, 2017
Baby Boomers
Generation X
Millennials
Generation Z
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree
Tech plays a key role in enabling brands to

craft the story of one
Machine learning
• About: Teaches itself with minimal programming
• Example: Marketers can use it to determine the best time to send emails to customers
Image recognition
• About: Recognises patterns in images
• Example: Enable brands and retailers to curate search results for individual consumers
Cluster analysis
• About: Organises mounds of data into insights
• Example: Marketers could leverage for more effective customer segmentations
Natural language processing

• About: Interpret what people are saying in words or text
• Example: Companies could automate the customer service experience of the future
22
Empower store Providing the Improving

associates personal touch recommendations
23
Beauty giant L’Oréal sells a connected The high-tech brush transmits this data to a mobile
hairbrush that analyses the user’s hair, app, which provides the user with a quality score
including the force used when brushing, as well and ranking as well as offers hair tips and
as the number of strokes taken. personalised product suggestions.
24
Dynamic Yield’s technology leverages machine Brands could leverage these segments to better
learning to build customer personas based on match customers to the products they are most likely
data points like geo-specific events, on-site to use or to prevent limited stock from being
interactions and purchasing behaviour. promoted to shoppers who frequently return items.
Concerns regarding data privacy continue to

plague digital uptake
Attitudes Towards the Internet Among Global Consumers, 2017
I would be lost without internet access
Targeted ads are an invasion of privacy
It is important to cultivate my personal brand online
I prefer to communicate online rather than face to face
I freely share personal information online
Using the internet adds a great deal to my daily stress
0 20 40 60 80 100
% Online Respondents
The European Union’s sweeping privacy laws

have global implications
Key Aspects of the European Union’s General Data Protection Regulation
Tougher requirements for obtaining consent for collecting personal data
Requires a company to delete data if it is no longer used for the purpose it was collected
Requires a company to delete data if the individual revokes consent
Requires companies to notify the EU government of data breaches within 72 hours of learning about
the breach
Firms handling significant amounts of sensitive data will be required to appoint a data protection
officer
Fines of up to EUR20m or 4% of a company’s global revenue for non-compliance
27
3.
Keeping the tab open
KEEPING THE TAB OPEN 28
Digital boosts old-time

subscription models
Surprise
Long-term
subscription
leasing
boxes
Short-term Regular
access supplies
29
Subscription Service Use by Generation,

2017
Millennials
Generation Z
Many subscription
services were born in Generation X
the last decade

Baby Boomers
0% 50% 100%
Currently use a subscription service

Have used a subscription service in the past
Have never used a subscription service
How the subscription business model

benefits both sides
WHAT’S IN IT FOR THE CONSUMER?
Guarantee
revenue Convenience
stream
Attract new Build direct Experiential

Value
consumers relationships consumption
What’s in it What’s in it
for the for the
business? consumer?
Encourage
Build data on Premium
consumer Community
consumers offers
loyalty
31
Per Capita Spend on Digital Streaming

Services, 2017 / 2022
US
United Arab Emirates
UK
France
Subscriptions reinvent Australia
areas of consumption Japan
like entertainment South Korea
Canada
Germany
China
0 20 40 60 80 100
Digital streaming services, USD
2017 2022
32
Device Ownership, 2016 / 2017
Smartphone
Laptop computer
Digital flatscreen TV
Internet of Things is Desktop computer
expected to further Tablet
Console gaming system

boost subscription
Wireless speakers
business models Wearable fitness tracking
Smart appliance
Smartwatch
0 20 40 60 80 100
% of Online Global Respondents
2017 2016
Case study: Amazon
One company with a strategy that most illustrates an intent to capture on this
shift is Amazon with its Amazon Dash programme, which has evolved from
purchases that a consumer can make at a tap of a button to automation.
Home care likely to be impacted by shift

toward passive consumption
Promising Markets for Internet-Based Home Care Purchases

100
South Korea UK
90
US Australia
China
80 Canada
Sweden
Hong Kong, China
Switzerland
Belgium Norway
Israel
70 Germany
Japan
Austria
Italy
Greece
60 Czech Republic
Hungary Poland Argentina Saudi Arabia
Turkey
Slovakia Romania
Russia
50 Mexico Malaysia
Brazil
Thailand
Philippines 2017-2022 Absolute Value

40 Morocco
Indonesia
0
Egypt Ukraine
200
30 Vietnam 400
Digital
600
20
800
1,000
10
1,169
0
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28
Home Care Internet Retailing 2017-2022 CAGR %
Machine-aided commerce will re-define

what brand loyalty means
Traditional Marketing Funnel
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
36
4.
Mobile wallets going global
MOBILE WALLETS GOING GLOBAL 37
Consumers in motion propel the expansion

of payment networks
Growth in the Number of Trips Taken Worldwide, 2007-2017

10
4
Y-o-Y Growth
0
2007 - 2008 - 2009 - 2010 - 2011 - 2012 - 2013 - 2014 - 2015 - 2016 -
-2 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
-4
-6
Number of Domestic Trips Number of International Trips
China is the biggest market for outbound

tourism spend since 2012
Outbound Tourism Expenditure from China, 2017-2030
300,000
Thailand
Japan
USD mn
200,000 Hong Kong

USA
Macau
100,000
Others
0
'17 '18 '19 '20 '21 '22 '23 '24 '25 '26 '27 '28 '29 '30
Chinese travellers play a key role in
mobile wallet globalisation
Chinese wallets like Alipay are moving West, as the spending power of the
country’s residents grows and the government improves international
cooperation, allowing consumers to travel to more nations.
He (Steve Jobs) wanted to
create something that was
so instrumental and
integrated in peoples'
lives that you'd rather
leave your wallet at home
than your iPhone.
Former iPhone product marketing engineer

Bob Borchers said of Steve Jobs’ vision for the iPhone
Apple Pay global expansion follows US

traveller to wealthy markets
Outbound Departures from the US, 2017 Outbound Tourism Expenditure from the
US, 2017
Mexico Mexico
Canada Canada
France China
UK India
Italy Italy
Puerto Rico Germany
Germany UK
Dominican Republic Spain
Spain Australia
China Puerto Rico
0 10,000 20,000 30,000 40,000 0 5,000 10,000 15,000 20,000

Retail Value RSP, USD
Number of Trips in 2017
Apple Pay supported
Apple Pay not supported
Samsung Pay followed the South Korean

traveller more closely
Outbound Departures from the South Outbound Tourism Expenditure from South
Korea, 2017 Korea, 2017
Japan US
China Japan
US China
Philippines Thailand
Thailand Phillippines
Vietnam Taiwan
Hong Kong Australia
Taiwan Vietnam
Macau Singapore
Indonesia Macau
0 2,000 4,000 6,000 8,000 0 5,000 10,000 15,000 20,000

Number of Trips in 2017 Retail Value RSP, USD
Samsung Pay supported
Samsung Pay not supported
$3 trillion
Payments expected to be made
on a mobile device in 2022
across the 47 countries where
conducts this research
75%
China and the US will contribute
to the overall size of the mobile
payments market in 2022
44
5.
Outlets will get their
tech injection
47% 83% 92%
Connected consumers Goods expected to be Foodservice expected to be
globally who want to “see purchased in-store globally purchased in outlets globally
or try before buying” in 2022 in 2021
OUTLETS WILL GET THEIR TECH INJECTION 46
Digital shifts are changing competitive

realities
Consumer Payments Made By Digital Device, 2017 / 2022

Australia
US
UK
Poland
South Korea
Japan
France
United Arab Emirates
Germany
Canada
0% 5% 10% 15% 20% 25% 30%

Digital Purchases as a Percentage of Consumer Payments
2017 2022
47
In-Store Shopping Motivations, 2017
See or try before buying
Immediate purchase
Better warranty / easier to return
Consumers motivated to if defective
shop in person to “see” Convenient location / access
or “try” before buying To avoid paying for shipping
an item Experience of shopping in store
No delivery-related hassles
Stores are more trustworthy
0 20 40 60
48
Attitudes Toward Experiences, 2017
15-19
20-24
25-29
30-34
35-39
Consumers demonstrate 40-44
an increased need to 45-49
“experience more” 50-54
55-59
60+
0% 20% 40% 60%
% of Online Respondents
I prefer to spend money on experiences, rather than things
49
Virtual and
augmented
NFC tags realities 3D imaging
In an era in which fans can easily stream games The club’s state-of-the-art venue will offer LED
online, the Tottenham Hotspur football club is signage, mobile points of sale, electronic
deploying the most advanced technology to turnstiles with mobile phone ticket entry and
create the ultimate “game day” experience at click-and-collect food and drink systems to
its new stadium when it opens in 2018. capacity crowds of 61,559 football fans.
Since unmanned checkouts like Tao Café from In its simplest form, consumers scan their
Alibaba first made headlines, retailers have smartphone for entry. Sensor technology then
been knocking on the doors of technology firms tracks the consumer in store and adds items they
wanting to replicate. The rise of more have removed from the shelf to a virtual shopping
affordable item-level tagging and machine cart. Others like JD.com in China and Amazon in
learning have made this possible. the US are working on similar initiatives.
Restaurants are utilising technology to Red Arrow Tap Room in suburban
improve operational efficiencies and to Chicago has 48 self-serve taps featuring
provide diners with a more seamless craft beer and cider, and tabletop
consumer experience. tablets for placing food orders.
53
Key takeaways
5454
Data as the new Keeping the tab

currency open
Leveraging the avalanche of The old-school subscription
available data to cultivate the model received a digital boost in
“story of one” will be what the last decade. In the
distinguishes the winners from forthcoming Internet of Things
the losers in the next decade. era, the idea of keeping the tab
open will take on a new
Digital life converges meaning.
in super apps
Super apps could enable a new

breed of competitors, change
Mobile wallets going Outlets will get their
who owns the customer
global relationship, force an evolution tech injection
The battle for mobile wallet of consumer expectations and Commerce is in the midst of a
supremacy will come down to most importantly accelerate the head-to-toe makeover both in
the ability of US companies to overall digital transformation. and outside the physical outlet.
export their offerings abroad As such, players are leveraging a
against the expanding influence plethora of technologies to
of China’s growing middle class. re-imagine physical spaces.
©
© Euromonitor
International
Thank you
Michelle Evans, Global Head of Digital Consumer Research
Michelle.Evans@Euromonitor.com
Facebook.com/euromonitor/
@mevans14
Linkedin.com/in/michelleevansmaclachlan
Forbes: https://www.forbes.com/sites/michelleevans1/#

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Top Five Digital Consumer

About the speaker

Connected Shopping Experience

The five most impactful tech-driven trends

Mobile apps were first developed around

Most Popular Mobile Phone Activities, 2017

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Opportunities for stakeholders across

China shows the world where the

Chinese super apps, such as WeChat, have expanded beyond the

WeChat is the posterchild for super app

Top Social Media Websites in China

Western tech titans are making strides

China A Tale of Two Markets:

Old habits die hard

New ways of saying “Hello”

Implications of super apps on players across

Who owns the Evolving Acceleration of

Tech companies could Growing app

Data has emerged as the world’s most

3) Eastman Kodak 3) Microsoft

4) General Motors 4) Amazon

5) Standard Oil of NJ 5) Facebook

6) Texaco 6) Berkshire Hathaway

7) Sears, Roebuck 7) Johnson & Johnson

8) General Electric 8) Exxon Mobil

9) Polaroid 9) JP Morgan Chase

10) Gulf Oil 10) Wells Fargo & Co.

Consumers expect brands to craft

Desires to be Distinct from Others, 2017

Tech plays a key role in enabling brands to

Natural language processing

Empower store Providing the Improving

Concerns regarding data privacy continue to

Attitudes Towards the Internet Among Global Consumers, 2017

I would be lost without internet access

Targeted ads are an invasion of privacy

It is important to cultivate my personal brand online

I prefer to communicate online rather than face to face

I freely share personal information online

Using the internet adds a great deal to my daily stress

The European Union’s sweeping privacy laws

Key Aspects of the European Union’s General Data Protection Regulation

Tougher requirements for obtaining consent for collecting personal data

Requires a company to delete data if the individual revokes consent

Fines of up to EUR20m or 4% of a company’s global revenue for non-compliance

Digital boosts old-time

Subscription Service Use by Generation,

the last decade

Currently use a subscription service

How the subscription business model

WHAT’S IN IT FOR THE CONSUMER?

Attract new Build direct Experiential

Per Capita Spend on Digital Streaming

United Arab Emirates

Subscriptions reinvent Australia

areas of consumption Japan

like entertainment South Korea

Device Ownership, 2016 / 2017

Internet of Things is Desktop computer

expected to further Tablet

Console gaming system

Home care likely to be impacted by shift